Put this in your company magazine!

LONDON — There’s a reason why I love the New Yorker. Every few years I rediscover it and read something I hadn’t thought about. Earlier this year it was an article I read my daughters about the civil rights movement and Obama. Today it’s about Plastiki.

The story itself is out of a boy’s adventure story. At the centre is a driven young man and an ambition to bring attention to a plastics sinkhole in the middle of the Pacific Ocean: The Easter Garbage Patch.

What I love about this is that it is an initiative that is supported by corporations. Hewlett-Packard are involved on the technology side. And it is built on the ambition of helping educate people — school children in particular — about the state of the ocean, recycling (‘upcycling’, even) and the environment. But why not big people too? Why not employees and customers?

To my kids, who see the civil rights movement as something that would obviously occur, the kinds of battles that Plastiki is trying to bring attention to will be the battle of their generation.

All power to those who can make it as compelling as this.

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